Today, there are more channels, platforms and technology available to reach your customers. Yet, cutting through the noise to connect and build trust with buyers has never been harder.
Solving this problem requires a different approach — empathic marketing.
You need empathy-based marketing if:
You have a product/service that you know your audience needs, but your messages are not connecting with them.
You have tried everything from ads, influencers, automation to fancy tools and yet your results are still falling short.
Empathy is more than a “soft” skill, it is a powerful tool to understand customer motivation and get better results.
Every single human decision has emotion at the core of it and empathic marketing taps into this. Empathic marketing goes beyond just rational or logic-based marketing, that is easy and everyone already does it.
Antonio Damasio famously said, “We are not thinking machines that feel, rather, we are feeling machines that think”.
We make emotional decisions and justify them with logic. In other words, we feel each decision out. This is why you need to focus on building emotional connections with your customers before offering your product or service to them.
To build a deeper connection with your customers, you first have to understand the problems they have and don’t want, the desired solution they want but don’t have and then make a compelling offer tailored to their needs.
Easier said than done, but here are 4 practical ways to get started.
Develop conversations not campaigns. Facilitate conversations instead of pushing your agenda. Your customer shouldn’t feel like you want something from them, rather they should feel like you can help them get what they want. Invite, listen, converse and provide recommendations.
Pay attention to your own bias and assumptions. During dialogues, are you truly trying to confirm what you think you already know about them or are you listening to understand the implied assumptions and motivations behind what they are saying?
Guide your customers through a journey. This means being aware of where they are first, they can be in one of four stages of awareness. Unaware, problem aware, solution aware, product aware. Guide them through each of these stages till they are ready to learn about your product.
Make a compelling offer. Provide more in value than what you ask for in payment. Make your customer feel like they are getting a steal. Do this by reducing risk for your customer while focusing on the outcome they are looking for.
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